Omagh enterprise cente social media for business

Presentation on Social Media for Business delivered by Joanne Sweeney-Burke, Director Media Box, to Omagh Enterprise Centre as part of European SME Week 2011. The top tips of facebook, twitter,
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Presentation on Social Media for Business delivered by Joanne Sweeney-Burke, Director Media Box, to Omagh Enterprise Centre as part of European SME Week 2011. The top tips of facebook, twitter, LinkedIn, Business Blogging and Online Video. Copyright to Media Box. Created and designed by Joanne Sweeeny-Burke, Director Media Box, Letterkenny, Co. Donegal, Ireland. www.mediabox.iewww.facebook.com/mediabox@JSmediabox on TwitterYou Tube: joannemediaboxBlog: www.mediabox.ie/blogLinkedIn: joannesweeneyburkemediabox

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The Shift to Web 2.0“The second generation ofthe World Wide Web,especially the movementaway from static web pagesto dynamic and shareablecontent and socialnetworking.”

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What is Social Media?Regular media is like a one­way street….youread a newspaper,watch TV or listen to radio inorder to be informed, entertained or engaged. Butyou can’t comment or give your views.So Social Media is like a two­way street….youcan give your opinion, share links, re‐tweet otherpeoples comments and become your ownpublisher of content.And social networking sites are the platformsthat allow you to share e.g. Facebook, Twitter,Flickr, Blogs, You Tube.

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Marketing has Changed“How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?” – Seth Godin, Seth’s Blog

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The New Rules of Marketing & PR Before the web came along there were only two ways to get noticed: 1. Buy expensive advertising 2. Beg the media to tell your story Now we have better options! Simply: publishing interesting content on the web that your buyers want to consume. It’s all about developing relationships, having a two­way conversation and engaging with an audience relevant to you, your business or your organisation.

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Personal ProOile V Business Page •The Rules: It’s against Facebook terms to use a proNile for a business. (Ref: Paddy Power & Recruitment Ireland case studies) • SEO: Fan pages are indexed by search engines. ProNiles are not. • Build your Following: Fan Pages can have an unlimited number of fans. ProNiles are ltd. Personal proNiles max is 5,000. • Multiple Brand Platforms: You can have multiple fan pages, but only one personal proNile. •Features: More features for business on a business page * Good news: you can now change your personal page to a business page (but it is a permanent action!)

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Secrets of Facebook Posting• Find your rhythm ‐ how often to post and what to say ‐ it must reNlect your business product or service• Find your authentic voice ‐ be human, be real, be conversational. Share videos of your company, photos of you, staff or product, clients• Set Aside Time ­ Make facebook part of your marketing strategy and set aside time daily ‐ to check for notiNications, comments, likes & to post ‐ time is relative to each individual business or organisation but 5‐20 minutes daily is a good rule of thumb• Share News & Exclusive Content ‐ now give your followers a reason to LIKE your page and to keep them engaged• Encourage Fan Participation ‐ fun and engaging calls to action which encourage participation e.g. ask questions, ask for opinions, share posts that you love. Allow fans to post directly to your wall with questions, feedback and compliments.

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Secrets of Facebook Posting• Reward your Fans ­ post special offers just for your facebook fans e.g. discount codes & exclusives on new products. Or use a “Check‐In” Deals that can only be redeemed in your store.• Market your Facebook Page ‐ promote your facebook page on your website (plug‐ins and logo), ezine, newsletter, press ads, radio ads, point of sale material, email signature, business cards, brochures, menus etc.• Landing Page ‐ this encourages visitors to Like your page. You need a developer/designer to do this.• Partnerships ‐ Partner with other brands or local organisations to create co‐promotions and encourage viral sharing with incentives

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Secrets of Facebook Posting• Expand the Reach of Your Posts ‐ When you mention a person or organization you are connected to in a post on Facebook, type the @ symbol, begin typing the name, and then choose them from the dropdown menu. Your post will automatically post to their Wall.• Use Plug­Ins on your Website ‐ Install a Like box on your homepage and a link on your newsletters and emails to drive people to your Facebook Page.

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Twitter MarketingTwitter is a website, owned and operated by Twitter Inc., whichoffers a social networking and microblogging service, enablingits users to send and read other users messages called tweets.Tweets are text-based posts of up to 140 characters displayed onthe users proﬁle page. Tweets are publicly visible by default,however senders can restrict message delivery to their friendslist. Users may subscribe to other users tweets—this is known asfollowing and subscribers are known as followers. - Wikipedia

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The ABC’s of Twitter@yourname = a public message to or about this person#= hash tag; helps you search and categorise posts on a topicTo follow = subscribe to their messagesTweeple = people on TwitterYour Twitter Handle = your Twitter name e.g. @jsmediaboxA Tweet = an individual messageA DM = a direct/private message on twitter. You can only sendthis if the other person follows youRT/Re­Tweet: = reposting a message from someone else onTwitter and attributing them for the contentTrending Topics = most discussed terms of the moment

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Measuring Twitter SuccessHow do you measure if you are being effective on Twitter or not?Here are some tips on how to gauge whether anybody is payingattention to what you are saying or not.• Measure how many times people have Retweeted your tweets• Measure how many @mentions/replies you have received• Measure how many Lists you have been added to• Measure how much trafNic your site has received based on yourtweets with links to your website• Measure your number of followers

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LinkedIn is a business­oriented social networking site.Founded in December 2002 and launched in May 2003, it ismainly used for professional networking. As of 2 November2010 (2010 ­11­02), LinkedIn had more than 80 millionregistered users, spanning more than 200 countries andterritories worldwide. ­ Wikipedia

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Why LinkedIn for Business• Manage the your public professional proﬁle• Reach potential clients, service providers and subjectexperts• Create and collaborate on projects, gather and sharedata• Be found for business opportunities and ﬁnd potentialpartners• Gain new insights from discussions with like-mindedbusinesses• Discover inside connections that can help land jobs &close deals• Post and distribute job listings to ﬁnd the best talent foryour company

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Business BloggingWhat is it? "A blog is a web page made up of usually short, frequently updated posts that are arranged chronologically­like a whats new page or a journal." The term is actually weblogs coined by Jorn Barger in 1997. A blog is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.- Wikipedia

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Business BloggingWhy blog? To present a more human face To build a community around a brand To provide expert advice in a sector / subject To improve visibility in search engines To provide regular news and updates from your business To manage your business reputation online To enable customers provide feedback on products and services To manage content To publish and share rich content e.g. video, links, photos

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Bringing TrafOic to Your Blog  List your Blog on Technorati  Comment on other Blogs  List your Blog on Google  Tag your Blog posts ‐ so they can be found on google  Produce content for other blogs or websites  Pay for online advertising

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Online Video / AudioWhat is a Podcast?A “podcast” is a buzzword to describe a very simple concept: anaudio or video Qile available on the Internet for you to listen toand/or watch. A podcast can also refer to a series of theseaudio or video Qiles (similar to how a TV or radio “show” can bea series of shows or just one show). When using the word“podcast”, most people refer to the entire series and not justone audio or video Qile.” ­ podcast.com

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The Social Media StrategySet Goals: e.g.I want to increase awareness of my company by drivingbrand reputation; I want to secure x no. of attendees to my event viasocial media)Implement: Decide on a timeframe for the campaign? Be realistic. Decideon the communication channels; have a different conversation on each;be visual; have a voice; have exceptional and engaging content.Measure: Are people listening? What are they saying? What are thenumber of enquiries? Any sales? Is the phone ringing more than before?Is there better WOM? What has happened to your brand reputation?Evaluate: Were your goals met? If not, what can you say is different nowthan before?